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New research from MarTech revealed the 3 prominent levers marketers can adjust to increase their potential for virality:
- Emotional intensity. We know that content that sparks strong emotions boosts engagement. Positive emotions like admiration and surprise are effective, but negative emotions paired with surprise (e.g., curiosity or amazement) also perform well. High-arousal emotions increase interactions by up to 24%. Aim to elicit reactions that drive instant sharing, like curiosity or laughter.
- Optimal timing. Content posted during evening hours or weekends receives up to 24% more engagement. For example, late-night and weekend posts on Reddit show significantly higher interaction as users unwind and browse. Scheduling content for peak hours can maximize its reach.
- Relatable story archetypes. Stories with universal themes, like “Triumph Over Adversity” or “Conflict-Driven Narratives,” resonate deeply and increase engagement by 20-23%. Narratives involving struggle, growth, or redemption encourage empathy, which sparks discussion.
Check out MarTech for a breakdown of the data.
